Business

The ingredients to doing a proper Monocle relaunch.

LONDON — It arrives at your doorstep or in your mailbox in the form of a 326-page paper brick. It’s hefty, as a Monocle issue should be, and for the first time in a decade, it comes with some broad, sweeping changes.

We reported in February that chief Tyler Brule had been bracing readers for a major overhaul in bits and pieces sprinkled in print and radio throughout the month. It would, he warned, be quite different: Nearly 70% or so of the magazine would be changed.

And indeed with a heavier emphasis on politics, a larger fashion section, and a bigger push for a younger, ‘post magazine’ generation (but not ‘millennials’ in the sense you’ve come to know the term), there’s a new blend of grit, gutsiness, and panache to this new Monocle that’s encouraging to take in.

Leading up this however, was a very strategic, coordinated campaign on Monocle’s part.

The Monocle recipe to doing a proper relaunch:

  • The main course: Without the ten year anniversary and redesign, this campaign doesn’t exist. That said, while it’s important to get the redesign right — and you better believe Brule, editor Andrew Tuck, and creative director Richard Spencer Powell agonized over all the small details on the redesign expedition in Zürich back in November — Monocle is more than just the magazine. Community, and tangential products and services, are what bring the magazine to life. More on that here.
  • The crumbs: Leading up the Issue 101 (March 2017) Tyler left a trail of crumbs beginning in January, sprinkled across multiple Monocle 24 radio shows, in Monocle issues, and also in several sit downs at other publications.
  • The side dish: The redesign being the main course, a side dish or two is needed. For this, Monocle released a refreshed lineup of tenth anniversary collaborated product exclusives.
  • The reduction: Once Issue 101 hit shelves, Tyler did a recap of the magazine redesign for more context, on Monocle 24: “The Stack” (Monocle’s print and media radio show), and to further nail the point home.
  • The cherry on top: A culminating event related — but not directly related — to the redesign: The Monocle Media Summit just a few weeks ago. The event embraced the core of Monocle’s ethos: that print stays winning, and that (for publications) social media is not your friend. A big success.

This is all very ‘Monocle’: Smart, precise, polished, coordinated — and leveraging all aspects of the business in unison (print, radio, events, products) towards a single goal without feeling forced or ham-handed. A sharp arrowhead effect.

Fun financial fact: Tyler Brule’s ownership stake, according to The Australian (paywall): 85%. Which means, at last valuation in 2014 ($115M), when Japanese publisher Nikkei acquired a minority stake, his piece of the pie is worth, at minimum, $97.75M today. To answer the question whether a title can exist — and prove lucrative — without the crutch of social media, that answer is a loud, guttural “yes.”

Let's make it official, shall we?
You've made it this far. Time to commit. We make keeping up with the news and events in modern luxury super simple. We distill the important stuff, and send it right to you so you've got it all in one place.
Become a subscriber

Reporting Queue

Previous story

Ben Hedlund: "Greenwashing rightly leaves a bitter taste in many people's mouths."

Next story

Attention early-stage brands: There's a new VC firm you need to know about.

  • Dave

    Love Monocle Magazine